Practical strategies for the role of digital in your business

Before you decide to enter into the social media arena for your brand, you first need to reach internal agreement about who is going to ‘own’ it. It’s highly likely there will be several departments in your company, who all feel that social media belongs to them. In fact, they may all have already started their own initiatives, without consulting each other.

Your SEO strategy can no longer be seen as separate from your social strategy. They are closely interlinked and your ability to create content that people can participate in, and the level of engagement of your audience will be game changers for your success.

For all the big brands out there who have been struggling to come up with a meaningful ROI on the Earned Media component of their facebook pages, here is a huge leap forward. You will now be able to see who your influencers are...

Everywhere I look I am reading articles, whitepapers and blog posts about this million dollar question, what is the value of a Facebook Fan?. The only thing all these sources have in common is that there is no conclusive answer.

Before you you decide to venture into the world of social media as a company or brand, firstly ask yourself "why should anyone "like" or "follow" you? Different customers expect different things from us;

"Don’t count who you reach, but reach those who count”. I am sure you have read it all before. I know I have, and yet we have managed to turn the internet into a world full of useless connections simply because we feel better about ourselves if we have lots of fans or followers.

The world is going nuts over Lady Gaga. She has 10MM followers on twitter and I am not one of them. Am I missing out? I am notoriously disinterested in singers and actors, but I am crazy about digital and social, so I cannot possibly ignore Lady Gaga. Can I?

As Facebook is a social platform I believe we should first and foremost focus on how being a fan of a (brand) page impacts on attitude and brand equity. Most companies have Facebook pages now, so instinctively we must all know that having such a page somehow increases engagement and improves brand equity.